E-Commerce Meets Bricks And Mortar

IBBC of Carlsbad, Calif., which manufacturers and distributes a line of branded fine jewelry called the "E'motions Collection," has developed an e-commerce-enhanced jewelry kiosk to sell its merchandise at jewelry retailers. The kiosk, called the "E'motions Gallery," is placed in a jewelry retail establishment and is designed to attract customers into the store. The kiosk combines an e-commerce interactive element and a "touch-and-feel" element. The kiosk contains about 10% of the company's product. Consumers can either try on merchandise in the kiosk or use a multilevel display terminal to examine the entire line. The customer can purchase a product immediately either from the retailer or online. Either way, the retailer receives a margin of the sale. Consumers who use the display terminal also can examine the jewelry items through 360 degrees by touching the screen, virtually try
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